Pearl & Dean is developing an ad package for dotcom start-ups that
will present cinema as the ideal medium for rapid brand building.
Craig Harris, Pearl & Dean’s national sales director, will show a first
draft of the presentation to agencies over the next few weeks and pitch
the final version at the end of July. He is being assisted by marketing
manager Claire Marseille.
Aleck Hornshaw, the recently installed commercial development director,
will sell the package directly to clients.
The team is offering discounts to dotcoms for cinema commercials that
run for longer than the average 30 seconds. It will also foot the bill
for post-production costs.
Pearl & Dean claims the profile of cinemagoers fits closely with that of
web users, making the medium an obvious choice for fledgling internet
companies that need to make an impact quickly.
According to the sales division’s research, compiled using using TGI and
NRS, 67 per cent of cinema audiences are aged between 15 and 44, while
71 per cent of web users fall into this age bracket.
’The typical cinemagoer is a young opinion former who likes to be at the
cutting edge,’ said Hornshaw. ’Television can create mass awareness but
cinema is the right environment for reaching this audience.’
Hornshaw will discuss straight on-screen advertising deals with dotcoms
but will also offer space on Pearl & Dean’s website, foyer sampling and
He will also sell integrated advertising opportunities across the media
owned by Pearl & Dean’s parent company SMG.
SMG’s portfolio encompasses broadcast platforms - Scottish TV, Grampian
TV, Ginger TV and Virgin Radio - The Evening Times, The Herald and
’We’ll promote opportunities within Pearl & Dean and the group if the
demand is there,’ explained Hornshaw, the former Mirror Group client
sales manager, who joined SMG four weeks ago.
Pearl & Dean has already executed a campaign for the website
This combined traditional on-screen advertising with a promotional foyer
campaign in which a scuba diver was placed in a flotation tank in the
reception of Soho’s Prince Charles cinema.
A number of dotcoms have already run cinema campaigns. These include
Virgin.net, Doobedoo, FT.com, Smile and Yahoo!.